A new report by Placed, Moms in the Grocery Aisle, provides detailed data about Moms and their grocery shopping behavior. The information is derived from mobile survey questions and their ability to gather location based information directly from user smartphones.

Key insights include:

Mothers were 26% less likely to visit specialty grocers Trader Joe’s and 41% less likely to visit Whole Foods, while both grocers slightly over indexed for females without children.

Mothers were 11% more likely to access coupons on their smartphone prior to grocery shopping instead of while in store.

Just 5% of smartphone couponing moms prefer to access CPG sites while in stores, with coupon and grocer websites preferences 5 times larger.

Although the white paper is useful for grocers in particular, the information provides valuable insights for anyone needing research on smartphone usage, couponing, grocery shopping and retail behavior.

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